Senior Manager: Customer Value Management

Nairobi, Kenya
January 15, 2024
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Deadline date:

Job Description

About Showmax

Showmax is an internet TV service. What sets Showmax apart is a unique combination of hit African content, first and exclusive international series, the best kids’ shows, and live sport. For a single monthly fee, get unlimited access. Start and stop when you want. No ads. Cancel anytime – there’s no contract. Stream Showmax using apps for smart TVs, smartphones, tablets, computers, media players and gaming consoles. Manage data consumption using the bandwidth capping feature. No internet? No problem – download shows to smartphones and tablets to watch later offline. Showmax was born in 2015. The service is available throughout sub-Saharan Africa and to selected diaspora markets worldwide. For a free trial, visit www.showmax.com.

Purpose of the role:

  • Drive profitable subscriber growth through data led experiences, cross/upsell and retention activities.
  • Drive the usage of the Showmax product, increase product entrenchment and drive loyalty to drive improved customer lifetime value.
  • Localize and improve the customers’ experience with the Showmax products and services.
  • Implement the customer experience and Customer Value Management (CVM) plans, achieve operational targets, and ensure that processes/journeys and systems are robust enough for Showmax to achieve its growth targets.

Key Accountabilities:

Customer Value Management (CVM)

  • Support the development and implementation of the customer value management strategy for Showmax in the East Africa region, in line with the company brand strategy and business objectives.
  • Collaborate with the corporate teams, more specifically Analytics, Product and Engineering, to develop the technology (and data models) to deliver leading automated marketing and communications, enabling a tailored experience to the audience/customers.
  • Regularly track and manage disconnections and churn, understand reasons, trends and dynamics.
  • Develop short, medium and long term recommendations across the customer lifecycle to drive improvements in the customer lifetime value.
  • Localise and execute, with the Corporate teams, on CVM communications and deals across channels (primarily Digital channels).
  • Work with the MAH DStv teams on the cross-sell journeys and initiatives to drive Add-to-Bill targets, focusing on improving Add-to-Bill winback and retention.
  • Identify and implement best practices, track and report on competition activities in-market, bring industry insights to the broader team to use to innovate and inform the direct messaging strategy and initiatives.
  • With internal and external agencies and creative teams, create/oversee creative briefs as needed, ensuring the Showmax brand is executed correctly; Review and approve collateral to ensure we are meeting the objectives of:
  • Onboarding customers to ensure the maximum value during their lifecycle.
  • Conversion of non paying and trialist customers, to paying customers.
  • Engagement of paying customers to increase the average value and build loyalty and advocacy.
  • Win-back efforts where customers have churned from the service.
  • Oversee the planning and execution for all campaigns based on data insights:
  • Content segmentation
  • Engagement segmentation
  • Behavioral segmentation
  • Track, manage and report on campaigns/deals via direct channels (SMS/e-mail/in-app messaging/push notifications/web messages).
  • Track, manage and report on key CVM metrics.
  • Build the overall brand presence via digital direct messaging and ensuring consistency with ALT efforts.
  • Ensure all legal and regulatory requirements are adhered to.
  • Ensure localization is applied across all communication variations in line with the overall Showmax brand and strategy.

Customer Experience (CX)

  • Support the development and implementation of the Customer Experience strategy for Showmax in the region, in line with the company brand strategy and business objectives.
  • Determine the basic and branded experiences required by Showmax to develop a unique market position aligned to the brand proposition in the region.
  • Continually monitor and compare our journeys and experiences with that of our key competitors and develop a prioritised list of enhancements across the business to ensure a competitive and differentiated position in the market.
  • With the Corporate CX team, design and implement key customer journeys and CX principles based on CX best practices and local requirements.
  • Bring industry and local insights to the broader team to use to innovate and inform the customer journeys.
  • Collaborate with all other business functions to consistently deliver great end-to-end customer experience across products, channels and touchpoints in the customer journey.
  • Proactively advocate for solutions to improve the customer experience across the business and in line with the key customer experience strategy.

Customer Management Data and Analytics

  • Drive profitable subscriber growth through data led experiences, cross/upsell and retention activities.
  • Develop a strong customer listening capability by collecting feedback from customer facing teams and running the C-SAT/NPS or other research to derive meaningful insights for improvements.
  • Develop the Research centre of excellence for Showmax ensuring research is sanctioned, co-ordinated and insights are curated and shared.
  • Oversee all CVM analytics to inform all strategic decisions and planning.

Budget and Cost Management

  • Provide input to the local and corporate budget and forecasting process.
  • Collaborate with Marketing, Product, Partnerships and other relevant business units to refine and enhance Customer Relationship Management (CRM) efforts across all direct channels.
  • Manage agencies and consultants where relevant, including local contracts for your areas.
  • Track and Manage budget and forecast for the area and market; Develop solutions for variances and course corrections.
  • Involve Procurement in local contract re-negotiations to ensure best costs and solutions for Showmax.
  • Drive cost optimization where possible and grow capabilities sustainably.

Governance and Risk Management

  • Ensure compliance with Legal and Regulatory requirements, and safeguard Multichoice’s reputation.
  • Collaborate with Legal and Procurement teams to ensure adequate contractual compliance.
  • Act as sponsor for the area’s Risk Management Control Framework.
  • Review audit scopes and adhere to audit frameworks as defined by managers in the team and the MultiChoice Group.
  • Support internal audits, and ensure all the right controls are put in place (review audit issues and findings to ensure adequate measures are implemented to mitigate against risks to the performance of respective areas).

People Management

  • Build a high-performance team that is passionate and motivated.
  • Manage and create a diverse talent bank and succession pipeline.
  • Promote a climate and culture that support business success.
  • Manage and execute on performance optimization processes, goal clarification, communication, engagement, ethics, commitment and energy (Talent management, capacity, competence and skills development).
  • Encourage frequent knowledge sharing between team members
  • Interview and recruit new members of the team, including determining appropriate compensation levels with input from Human Capital
  • Approve leave requests for team members and create a leave plan to ensure adequate coverage
  • When required, initiate disciplinary processes for team members calling on support from Human Capital when required
  • Resolve grievances raised by team members and escalate only if required
  • Address poor performance of any team member through the formal Performance Improvement Programme and ensure that continued poor performance is appropriately dealt with
  • Motivate team members and ensure that their efforts are recognized

Qualifications:

Essential

  • Bachelor’s Degree with qualifications in Marketing or Business Management.

Advantageous

  • Specific qualifications in customer value management, Digital Marketing, human centred design and/or customer experience.
  • Training in Customer Relationship Maagement (CRM) and CRM tools (MS Dynamics, Salesforce and Braze).
  • Training in ISO, 6 Sigma, lean management or other relevant quality management systems.
  • MBA advantageous.

Experience:

  • 5 years’ experience in Customer Value Management (CVM)
  • 8-10 years’ working experience
  • 3-5 years management experience
  • Experience with Customer Experience (CX)
  • Experience in CVM and CX analytics, data and insights reporting (machine learning and predictive model experience highly advantageous)
  • Knowledge of Pay TV industry and Pay TV operations, SVOD and Digital Marketing
  • Knowledge of digital content industry
  • Experience in formulating and implementing Customer Value and Customer Experience strategies
  • Experience in market and customer research
  • Deep knowledge of current and future trends in the African cultural and entertainment sector
  • Must have a passion for leveraging data and insights to drive profitable customer growth

Join Africa’s most loved storyteller!